On 10 February 2022 XPENG announced that Emil Frey Nederland would develop XPENG’s sales and service network throughout the Netherlands, and that Bilia would do the same in Sweden. XPENG described Bilia as Sweden’s largest car dealer, with 58 dealerships and 66 workshops, and said servicing would initially cover Stockholm, Gothenburg and Malmö.
XPENG described the Emil Frey deal as its first agency retail collaboration in Europe. The model gave the buyer the same price online and in store, and access to the partner’s workshop and distribution network. The business model combined the company’s own stores with the partners’ established networks. As He Xiaopeng, CEO of XPENG, put it in the release: The global journey starts in Europe.
The Stockholm store opened in February as the first store outside China that XPENG ran itself, and the Dutch store in Westfield Mall of the Netherlands near The Hague followed in March 2022.
The groundwork in Denmark
Denmark was named in the work on the framework for marketing, sales, delivery and service, alongside the Netherlands, Sweden and Norway, where the company had started in 2020. The release named no store, no date and no partner in Denmark. Four years later the 10,000th car was delivered in Denmark.
The markets page shows where the brand is today, and the XPENG company page has the rest of the story.
Images: XPENG
Sources
XPENG: sales and service partnerships in the Netherlands and Sweden · 10 February 2022